ABA weighed in with key comments to FDA on a potential future definition of “natural” If the agency decides to proceed to develop a proposed rule to define the term, ABA requested that:

The definition should be evidence-based, on both science (as appropriate) and concrete consumer research.

The definition should be consistent with agency precedent, such as FDA’s definition of “natural flavors” and the agency’s longstanding policy for the use of the term “natural” on human food labeling, and should not include a “minimally processed” criterion.

The definition should be clear and objective, and readily capable of verification.

FDA should educate consumers about the definition, so that consumers will have a more uniform and appropriate expectation about products bearing “natural” claims.